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Industry Spotlight > Broker Dealers

SMAX update: Be a purple cow

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I’m reading the book “Purple Cow” by marketing guru Seth Godin. According to Godin, you’re either a purple cow or you’re not. You’re either remarkable or invisible. You can be among the boring masses of white or brown cows, or you can brand yourself as unique. The choice is yours.

So what now? How do you flip a switch and find your niche as being unique? According to members of the 2010 Winner’s Circle: The Advisor of the Year Roundtable, which held court in the main ballroom today, Advisor of the Year Van Mueller and finalists Chris Abts, Josh Jalinski, Bill McLaughlin and Mike Suttle offered insight on the subject.

They agreed advisors should never be afraid to seek out mentors. Always ask, always be on the lookout for top advisors to learn from, they said.

“When you’re at an event or at a meeting and a top advisor’s there, offer to have lunch or dinner with them,” Abts said. “Pull them aside and ask them what they do to succeed,” chimed in Jalinski.

Once you begin to draw on that knowledge and the systems used by industry superstars, you take what you’ve learned and spin it and mold it to best fit your personal selling style. McLaughlin said, while it’s important to always soak up knowledge from others, at the end of the day, you have to take all that information. Then, make it your own.

“You always have to be true to yourself,” McLaughlin said.


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